Ongoing.

I co-founded ORIN to give small hospitality businesses a reservations platform that felt simple on the surface but handled real-world chaos underneath. I led everything from product strategy and research to design and front-end development. Built the initial system by myself, then scaled the team as the product matured. I ran in-depth user research with 50+ restaurant owners and staff, created a design system from scratch, and shipped a fully responsive, mobile-first interface that included payments, scheduling, AI-assisted replies, and multi-user management. Today, ORIN has processed over 100,000 reservations across 120+ restaurants, all while still in beta.

At Veolia, I led the redesign of their B2B Customer Hub, a critical self-service platform handling everything from scheduling waste collections to downloading compliance documents. We rebuilt the experience from the ground up, I worked hands-on while guiding a small design team and partnering daily with engineers and a product owner. I secured alignment across brand, support, and technical stakeholders, pushed for a single clean launch over a phased rollout, helped define Veolia’s digital brand guidelines to create a coherent design system and redefined the product’s priorities to focus on clarity, autonomy, and mobile-first usability. Internally, the new design became a sales talking point. For users, it cut support calls by 70% within the first month.

At Graphite Digital, I was one of five senior designers embedded in a 20+ person team focused on migrating Pfizer’s massive portfolio of websites from Sketch to Figma—more than 80 brands and 100+ user flows. I delivered end-to-end redesigns, interactive prototypes, and high-fidelity user flows, all while juggling rapid timelines and shifting briefs. Beyond execution, I introduced auto-layout standards, reusable flow scaffolds, and modular journey-mapping tools that helped the team reduce rework, onboard faster, and move with more confidence across a chaotic delivery landscape.

I led the end-to-end design and development of a wide range of digital experiences, from single-page redemption portals to fully-fledged eCommerce websites for household names like Sony, Microsoft, Three, and Oculus. Each project required working within tight brand constraints while still producing interfaces that felt modern, accessible, and intuitive. I regularly collaborated with client teams, ran workshops, and mentored junior designers. I stayed hands-on, partnering with developers to make sure design intent held up in production.

I started in agencies, then moved into tourism-tech (a major sector in Turkey) where I joined HotelRunner (now a unicorn) as a hybrid designer-developer. After relocating to the UK, I freelanced for a mix of small London businesses and larger clients like Diageo, National Geographic, Newlink, and two of Spain’s top digital agencies. That freelance work eventually grew into a small agency, where I led project-based teams of 4–7 across design and development.